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The retail pharmacy is
uniquely positioned to engage, inform and
educate consumers. Rx EDGE is the leader in
providing Direct-To-Consumer educational program
solutions in the pharmacy.
Rx EDGE Shelf and Pharmacy Counter programs (pdf
124k) reach consumers with a balanced and
detailed educational message when they are
focused on wellness and are ready to make a
healthcare decision.
Retailers who participate in Rx EDGE programs
benefit in a number of ways:
- The
participating pharmacy may become viewed as
the place where consumers go to get complete,
balanced healthcare information.
- The pharmacy
benefits financially by a measured increase
in prescriptions per store per week for the
promoted brand(s).
- The pharmacy
also benefits financially from a direct
honorarium for the program placements.
The key to success
begins and ends with pharmacy shoppers. They are
the largest contributors to store loyalty, trip
frequency, and larger market baskets.
Rx patients spend more on front-end
products on an annual basis1
|
Channel |
Additional # of Annual
Trips per
Household |
% Annual Increase in Front-End
Spending by Rx Patient Household |
|
Drug Chains |
6 |
60% |
|
Supermarkets |
14 |
44% |
|
Mass |
12 |
70% |
|
Super
Centers |
14 |
71% |
The Rx EDGE program
generates incremental pharmacy volume bringing in more pharmacy shoppers
who are critical to overall store performance.
Participation in
the Rx EDGE network of pharmacies requires a
minimal investment of retailer time or
resources. Rx EDGE will contract
the programs with pharmaceutical
manufacturers, provide each retailer with
the opportunity to review and approve every
program prior to execution, and install
every program in the stores on a six-week
cycle basis. The Rx EDGE team has active
relationships with leading retailers who
represent nearly one-third of U.S. prescription
volume, and with the top 30 pharmaceutical
companies. They work with the Brand level
within the pharmaceutical manufacturer,
which unlocks national sales dollars that
are incremental to Trade sales dollars.
We have placed in excess of 100 Rx EDGE
programs across 40+ Rx Brands over the last
two years. All have all been measured by an
independent research company using
industry-accepted matched panel methodology.
The average lift in prescriptions per store
per week across all of those programs is
9.8%!
Read these recent articles about the
benefits of in-store pharmaceutical
marketing:
January 2006
ECRM Focus
Educate Consumers in
the Aisles
Download Article
(pdf 109k)
January 2005
ECRM Exposé
Building Rx Brands
Within the Retail Pharmacy
Download Article
(pdf 201k)
1 Drug
Store News DSN Retailing Today Strategies
for Success 2006, AC Nielson HomeScan '05
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